Thomas Barratt the White Man’S Burden Point of Views
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Thomas Barratt is a name that may not be immediately recognizable to everyone, but his impact on the world of advertising is undeniable. Known as the father of modern advertising, Barratt was a pioneer in the field and helped shape the industry into what it is today. However, while he may have been successful in his career, Barratt’s views on race and imperialism have come under scrutiny in recent years.
One of Barratt’s most well-known campaigns is the famous “White Man’s Burden” advertisement for Pears Soap, which depicted a white child washing a black child clean. The ad, which was created in the late 19th century, reflects the racist attitudes prevalent at the time and perpetuates the harmful stereotype of white superiority.
The phrase “White Man’s Burden” itself comes from a poem by Rudyard Kipling that extols the virtues of colonialism and imperialism. It suggests that it is the duty of white people to civilize and uplift people of other races, reinforcing the idea of white supremacy and justifying the subjugation of non-white peoples.
Barratt’s use of this phrase in his advertising campaign is troubling, as it not only perpetuates harmful stereotypes but also reinforces the idea that it is the responsibility of white people to “civilize” others. By depicting the black child as dirty and in need of cleanliness, the ad sends a clear message of racial superiority and reinforces the idea that white people are inherently better than people of other races.
Barratt’s views on race and imperialism were not uncommon for his time, as many Europeans held similar beliefs during the height of colonial expansion. However, that does not excuse the harm caused by his advertising campaigns and the perpetuation of harmful stereotypes.
In recent years, there has been a growing recognition of the harmful impact of racism in advertising and a push for more diversity and inclusion in the industry. Companies are increasingly being called out for using racist imagery and stereotypes in their campaigns, and there is a growing awareness of the need to challenge and dismantle systems of white supremacy.
It is important to remember the legacy of figures like Thomas Barratt and the harm caused by their beliefs and actions. While Barratt may have been successful in his career, his use of racist imagery in advertising campaigns cannot be ignored or excused.
Moving forward, it is essential that we continue to challenge and confront racism in all its forms, including in the advertising industry. By promoting diversity and inclusion in advertising and actively working to dismantle systems of white supremacy, we can create a more equitable and just society for all.
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